Media > Use of Media
IMPOSSIBLE SPRINT
TBWA\JAPAN, Tokyo / ADIDAS / 2005
Awards:
Overview
Credits
Overview
Audience
Bring the excitement and spectacle of the Olympic Games to this part of the world (Asia) when the games themselves are taking place on the other side of the world.
Effectiveness
Thus far it has earned over US$80 million in free publicity locally, regionally and globally. A CNN reporter rappelled down the length of the track and filed his report vertically, albeit nervously. Best of all, both the Gravity Games and the X-Games have expressed interest in making the event a "real" sport.
Execution
The glamour event of the Summer Games is the 100m dash. But like all Olympic events last year, it was scheduled for the middle of the night in Asia. We set out to capture the Olympic magic (and surpass it in terms of spectacle) with an event Adidas could own. It became Asia's most-talked about media event of 2004. Heats, semis and a final were held over the three weekends of the games.
MediaEffort
One hundred metres straight up works out to over 33 stories, so we knew we would create impact. (Even when the runners weren't on the track it still commanded attention.) From the first heats, it was picked up by every major news, sports and entertainment media: from television to print. People found out about it in the media and travelled to watch it live.
MediaStrategy
The idea was to make the delivery of the message as innovative as the message itself. Young adults are among the most jaded, street-wise consumers in Asia. Due to saturation, outdoor is largely invisible in Hong Kong and Japan. We needed to come up with something that would stop people in their tracks. Creating the world's first vertical 100m dash succeeded far beyond expectations, allowing us to actually demonstrate the spirit of Impossible is Nothing, not just to talk about it.
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